Presentation a Model of Factors Affecting Adoption of Electronic Banking Based on Grounded Theory (Case Study: Maskan Bank of IRAN)

With the increasing development of the Internet and electronic commerce and their expansion among the people all over of the world, the way of providing bank services for the costumers has been also changed and influenced by the Internet and electronic commerce. Nowadays, physical interactions (face to face) between the customer and the bank staff are so decreased and it is replaced with virtual communications between the customers and the banks. Therefore, traditional banking (referring to the branch and doing all the transactions in person) has been changed to technology-oriented banking.

This research is aimed at identifying a comprehensive pattern for acceptance of electronic banking in Bank Maskan in Iran.

According to the systematic pattern of grounded  theory, information technology managers  of  Bank  Maskan  in  20  provinces,  as  experts,  were  participated  in  a  deep  qualitative interview. After encoding the interviews in 3 stages, a model was identified  for accepting electronic banking of Bank Maskan.

The results showed that 8 factors are effective as factors influencing the acceptance of electronic banking.

.The factors such as: cost saving, perceived conveniences, customers’ needs management, perceived trust, perceived confidence, perceived performance quality, perceived technical complexity, and perceived value.have impact on the acceptance of electronic banking.